Väcka
Increased website engagement, optimized sales point map and added a new B2B channel
OVERVIEW
Väcka is a plant-based cheese brand based in Barcelona that is growing fast! We collaborated with them to redesign their website, boosting user engagement and improving the sale points location and map feature.
TEAM
Yoel Cruz - Ana Calvo
TIMELINE
2 weeks
DELIVERABLES
UX Research - High Fidelity Prototype
Business goals vs. needs
We first reunited with Väcka in order to understand their goals and expectations regarding the scope of the project.
It was crucial for us to understand that:
“Good designers take orders and hand over exactly what a client wants. Great designers dive deep to uncover what a client actually needs.”
INTERVIEWS AND SURVEYS
Let’s dive into the vegan cheese world!
In order to start with the research, we decided to interview Väcka’s CEO (Luz Sanz), some clients of the brand and vegan cheese consumers. We gained some interesting insights that helped us better understand the business and the users’ needs. This is what we learned:
Meet Maria, Väcka’s client archetype.
USER PERSONA AND JOURNEY
Maria is a 30 year old woman based in Barcelona that is conscious about the positive impact of following a plant based diet. She is not a full vegetarian but wants to consume less animal based products. Foregoing cheese is what’s most difficult for her.
She actively shares her food experiences on instagram to inspire others to make conscious food choices.
When shopping in supermarkets, she looks for eye-catching packaging, clear labeling, and prominently displayed products to easily locate the brand's vegan cheese options.
She appreciates detailed product descriptions, ingredient transparency, and customer reviews.
How does she create contact with the brand? What are some pain points she faces during this process of discovery? What are Väcka’s opportunities regarding Marias’s journey?
How can we help Väcka and its (potential) clients?
PROBLEM STATEMENT
After all our research, we noticed the problem was that users were misinformed about the products on the website (in terms of composition, cooking instructions, or where to buy them), and this was causing low engagement in the purchasing process.
We then realized that there were 3 main questions we had solve in this project:
Let’s turn this idea into a digital product!
How do we want this new website to look? What features should it count with?
We defined an MVP (Minimum Viable Product) in order to clear that up, and discussed about the most important features for it. We agreed that:
Väcka’s website should allow people that want to consume vegan cheese access, locate and be informed about their products more easily.
FIRST THINGS FIRST
First prototype and user testing.
We created the first prototype, the Low Fidelity Prototype (based on sketches), and immediately tested it. We wanted to see if users understood the concepts at a first level.
Filters on the store page were not following an understandable hierarchy, they were confused with some categories.
Users found it hard to see the recipes section inside the product page
Second prototype… and more testing.
We then created a new prototype, the Mid Fidelity Prototype, and tested its usability with more users. We decided to “go wild”, break with standards and try a horizontal scroll in the home page, and the response was positive!
Something testers lacked was the need for navigation indicators to scroll to the right. For them it was not intuitive at all.
COMPONENTS AND STYLE TILE
Defining the digital style of the brand.
With the already existing brand colors, fonts and textures, we could start creating the website elements and components, in line with the brand attributes and its design guide. Let’s say we defined a new ‘digital style’ for the brand.
High Fidelity Prototype.
Drum roll… for the horizontal scrolling home page!
Explore all Väcka’s got to offer! When users land in the new website, they can see the latest news and an introductory video to the brand’s values and mission.
A sustainable and environmental caring brand must have a section so users understand the real impact the business is having. So we created one for Väcka.
And last (but not least), a review section. Yes, you heard right. How many of us have looked for reviews and other customers’ satisfaction to prove a product’s worth?
A closer look to the navigation menu.
Not only we defined a new lighter look for the navigation menu but we also added 3 new sections to it: Recipes, Activism and Sell Väcka.
What products does Väcka sell? Want more info about the brand and the team? Or maybe you’re visiting us straight for the store locator? We can help you ASAP!
Recipes section.
This is probably one of my favorite sections of the website.
We realized users were interested in the content Väcka was creating in their social media, which led us to create a page where they could see easy ways to cook the products.
This helps them in their purchase process and makes them more engaged with the website and the brand.
Users can filter the results by product too!
Activism page.
You may be wondering… what in hell is this section? Well, clients of a sustainable and environment friendly brand are curious and eager to learn.
We learned that they like to be informed about the brand’s values and new ways they can help the planet.
In this section we meant to give that to them, content to keep their activism growing!
Sale points map enhancement.
After all the secondary research and interviews, something key we saw we needed to redesign and improve, was the sale points locator map.
Clear call to action (CTA) to boost the B2B channel.
For a better user experience (UX), we located two filters so users could see both the stores and the restaurants that have Väcka’s cheeses integrated in their menu.
Users sometimes went to the shops and there was no stock of Väcka’s products at all. We wanted to reduce their frustration in this shopping process by displaying stock availability in the stores.
Impact of the project.
We created a fun and ‘out of the box’ website to reinforce Väcka’s visual identity and break from the previous and more mainstream design.
We enhanced map user experience by adding filters so people could search by shop or restaurant, no matter it was for B2B or B2C purposes.
Developed an easy-to-find source for B2B leads to contact Väcka and get to know the business’ needs and offers in this area.
Increased user engagement by adding new website sections such as recipes and activism.